Way too often I rant about some bad and sometimes downright pathetic marketing and advertising efforts. This time it gives me great pleasure to direct your attention towards a truly original and resources consuming campaign. Definitely no easy feat.
Daily newspaper published in Brazil combined forces with Japanese auto-maker Nissan and together they accomplished something truly different in printed news publishing world.
They simply asked the readers - What news do YOU want to see on the Sunday edition front page? Subscribers were given a task: generate the news and pictures that you yourself would like to see in the paper. The accompanying Nissan ad claimed - "Escape the pattern. You, yourself should write the news".
The process was made simple, it simply required the users to go online, click on a Nissan banner ad, write headlines, upload pictures and proof the finished product before submitting the work.
OK, if this would be it, I'd still consider it a cool campaign. Imagine the subscribers surprise Sunday morning when they received the paper with the front page they designed. More than 1,000 personalized front pages were created and distributed. This time the Nissan ad exclaimed - "We proved that deciding what should be the news is out of the pattern".
Extreme customization, interaction with the brand and just way too many super-cool aspects to list were used in this campaign running in a old-school world, advertising an old world product.
Proof that it's not about the environment the idea flourishes in, but the idea itself. It always is.
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